Consumer reaction to new package design

Purpose – This study aims to explore the reaction of consumers to a new package design through differing levels of experience. It examines how consumers' expectation of product quality change as the consumer's experience with the package moves from indirect to direct.Design/methodology/approach – Respondents evaluated a new package design at indirect, moderately direct, and direct levels of experience. Factor analysis was also conducted to determine what dimensions consumers use for evaluation.Findings – This study revealed three major findings. First, consumers evaluate a new package on the two dimensions of “ease of use” and “ease of handling”. Second, the type of experience with the package has a significant effect on the consumers' attitude toward the package and the quality assessment of the product inside. Third, consumers' expectations of product quality and package ease of use have a positive association with purchase intention for all types of product‐related experience.Originality/value – This p...

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